Sunrise Shares Holdings Ltd., formerly ITE Electric Co Ltd., is an investment holding company. The Company is engaged in trading and distribution of electrical products. The Company's segments include Electrical trading, which is engaged in the sale of electrical products; Electrical manufacturing, which is engaged in the manufacture and assembly of electrical products, and Investment holding. It is involved in agency representation, manufacturing and the sales of electrical distribution and control equipment at wholesale and retail levels. It offers a range of electrical distribution and control equipment, and lighting accessories under over 10 internationally brand names and has trading activities throughout South East Asia. It is a supplier of electrical distribution and control equipment to the construction industry in Singapore and Malaysia, and has a network of over 200 wholesalers and dealers. Its product categories include SPINNE, EMANN, ABB, theben, spelsberg, MK and HENLEY.